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Healing your Content Process
for Effective Results
Emily Dammeyer
Digital Content Manager, Children’s National Health System
Ben Dillon
Vice President and eHealth Evangelist, Geonetric, Inc.
Ahava Leibtag
President, Aha Media Group
#HCIC 1
Who We Are
Who we are…
Emily Dammeyer
Digital Content Manager
Children’s National Health System
@EmilyinDC
#HCIC 3
Who we are…
Ben Dillon
Vice President
Geonetric
@BenAtGeo
#HCIC 4
www.Geonetric.com/Survey
Who we are…
Ahava Leibtag
President
Aha Media Group
@ahavaL
Download the first chapter
for free at
www.thedigitalcrown.com
#HCIC 5
Agenda for Today
• Strategy [Persona Workshop]
• Tactics [Roles and Responsibilities Workshop]
• Execution
• Set KPIs
• Lessons Learned
• How To [Content Audit Workshop]
#HCIC 6
WELCOME!
Activity
#HCIC 7
CONTENT????
#HCIC 8
Strategy
TacticsExecution
#HCIC 9
Strategy
Content Strategy: Three Parts
#1: External Messaging
• To whom are you
talking?
• Who are you?
• What are you trying to
say?
• How do you say it?
• When and where do
you say it?
#2: Internal Workflow
#3: Demands of Multi-channel
Publishing
#HCIC 11
Workflow
• Internally who is responsible for all the
different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
#HCIC 12
Multi-Channel Publishing
• Structured content
• Adaptive content
• Personalized content
• Contextualized content
• Semantic web
• Taxonomies
• Metadata
• XML
• DITA
#HCIC 13
Content Strategy:
Align with business objectives
Support users in accomplishing tasks
#HCIC 14
Business
Goals
User
Tasks
The
Sweet
Spot
#HCIC 15
What’s your institutional strategy
and strategic plan?
#HCIC 16
Visions, Goals and Objectives
#HCIC 17
How can marketing support
those goals?
#HCIC 18
What are we doing?
• Redesign and rewriting all or most of the
content?
• Service line rewrites?
• Rewriting certain pages because of strategic
changes?
#HCIC 19
Who is the target audience?
#HCIC 20
Editorial Brand Strategy
External Messaging Questions
• To whom are you
speaking? 
• Who are you? 
• What are you trying to
say? 
• How do you say it? 
• When and where do
you say it?
Content Strategy Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
#HCIC 21
To Whom Are you Speaking?
#HCIC 22
#HCIC 23
#HCIC 24
Who are you as a brand?
#HCIC 25
#HCIC 26
#HCIC 27
#HCIC 28
#HCIC 29
#HCIC 30
#HCIC 31
Identity Pillars
Current Identity Pillars  Future Identity Pillars




#HCIC 32
#HCIC 33
Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP




#HCIC 34
Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP

AFFORDABLE



#HCIC 35
What are you trying to say?
#HCIC 36
Messaging Architecture
Current Content
Pillars
Future Content
Pillars
% Articulation Statement Messaging
CHEAP 
#HCIC 37
Messaging Architecture
Current
Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
#HCIC 38
Messaging Architecture
Current Content
Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the
products you want, at
the price you are
looking for.
#HCIC 39
Messaging Architecture
Current
Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the
products you want, at
the price you are
looking for.
• Our prices are
consistently 20%
lower than other
retail chains.
• Robust coupon
program
#HCIC 40
How do you say it?
#HCIC 41
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
#HCIC 42
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
#HCIC 43
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
#HCIC 44
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
#HCIC 45
Tone
Yes: Sound like <example>
No!: Sounds like <example>
#HCIC 46
Activity
• Build a sketch of a persona and a journey map
using your handouts.
• Find the activity at
www.ahamediagroup.com/hcic
#HCIC 47
Tactics
Content Audit
Prioritize
• Start with institutional and business priorities
• Create a phased approach
– Clinical Areas: Priority 1, 2, 3
– Define what each Priority level “gets”
• Collect online and offline content
• Determine content gaps
#HCIC 49
Build Your Team
• Who can you tap internally?
• What training do they need?
• Are your branding and style guides up to date?
• What external resources will you need?
• Find your champions
#HCIC 50
Identify Roles and
Responsibilities
Who will:
• Write
• Edit
• Project manage
What are our resources?
• Internal (estimate conservatively)
• External
#HCIC 51
#HCIC 52
People
Role Definition Who?
Requestors The person that requests that this piece of content be created.
Providers The sources of the factual information behind the building of the
content.
Creators The creators of the content. Can be authors, videographers, graphic
designers, etc.
Editors The people who make sure that the content is factually correct and
follows brand and editorial guidelines.
Approvers The people who approve the content - could be legal or subject
matter experts.
Publishers The people responsible for publishing the content.
Audience
Engagement
(Social Media)
Managers
The people who manage the distribution of content on different
channels and engage with the audience regarding the content.
Analyzers The people who review data regarding the content to inform the
team at a later date. Remember to pick metrics that measure the
right data, so you can use that to make better decisions about your
entire content process.
#HCIC 53
Process & Deadlines
#HCIC 54
Establish
Content
Governance
Content
Analysis
Content
Creation
Establishing
workflows
Content
Planning
• Persona
Development
• Messaging
Architecture
• Identity Pillar
Identification
Build OR
clarify the
business
case
Content
Auditing
Discovery
YOU
ARE
HERE
Technology
#HCIC 55
Resource Alignment
Pages To Be: Number
Migrated As Is 350
Written 778
Re-Written 1144
Total 2272
Time Estimate Hours per page
Migrated As Is 1
Re-Written 2
Staywell 1.5
Written 4
Departments 6
For written content, categorize and assign levels of effort/time. This helps to:
• Show resource requirements early on
• Get buy-in on priorities
• Secure additional budget, if needed
Activity
• Fill out roles and responsibilities chart
• Create estimates on resources (hours/week of
internal team; timeline)
• Find the activity at:
www.ahamediagroup.com/hcic
#HCIC 57
Execution
Have a kickoff call
• All PM’s (content,
design, build)
understand the
deadlines and side
by side processes
• Appoint one
general PM
#HCIC 59
Define the best way to
communicate with each person
• Don’t depend too much on project
collaboration tools
• Define when an email, phone call or
Basecamp message should go out
#HCIC 60
Set up weekly meetings for
content
#HCIC 61
Clarify the process
Who will:
• Keep track of the moving parts?
• Schedule the interviews?
• Write?
• Edit?
• Get clinical signoff?
• Be responsible to collect and store the proof
of approvals?
#HCIC 62
#HCIC 63
Map the process for
stakeholders
• Send an email before the interview to explain the
process.
– Determine subject matter experts
– Define approval process
• Follow Up:
– Send out an email after the interview reminding the
stakeholder of next steps and deadlines
– When sending the content, remind stakeholders ONLY to
edit for factual accuracy
• Make sure you have a follow up email ready in a week
• What happens when you don’t get any response?
#HCIC 64
Set KPIs
What are the right KPIs?
Align with marketing objectives and determine
how you can apply them to your digital
properties.
• Market share
• Traffic
• Conversions:
– Make an appointment conversions
– Donations
• Trackable call volumes
#HCIC 66
Test with your target audience(s)
Identify a target audience and think about their
needs
Even with limited resources, testing is key to:
• Determine where to focus
• Validate what resonates
• Support/defend decision making
#HCIC 67
Lessons Learned
Set realistic deadlines
• You know your internal clients.
– Are they responsive? Open to consultants?
– Will they meet deadlines?
• Estimate the time commitments of your
internal resources conservatively.
#HCIC 69
Make compromises
• Do your research and have examples ready
• Choose your battles
• When deadlines are approaching, determine
what can wait
• What can be “evergreen” that can be done
ahead?
#HCIC 70
A note about approvals
• Show and Tell is important
• Content looks different in a Word Doc than it
does on a website
• Work with leadership to gain acceptance
• Remember your target audience(s)
– Usability testing is key
#HCIC 71
Think beyond written content
Do you have:
• Numbers/data we could use in different ways
• Images
• Videos
• Patient testimonials
• Outcomes data
• Academic publications or posters
#HCIC 72
Plan for the next phase
• What about those lower tier priority areas?
• How often will you review and update
content?
• How will you “retire” content?
#HCIC 73
A ROADMAP
Getting Started
#HCIC 74
THE CONTENT AUDIT
How to…
MY FRIEND’S MOM BOUGHT
A FLOWER SHOP.
A metaphor for the value of content strategy. Also, a true story.
Healing your Content Process for Effective Results
Healing your Content Process for Effective Results
How do we
repeat our
successes?
How do we
know what
success is?
Do you
smell fish? I
smell fish…
Why am
I here?
Average Staffing Mix by Role
(Core Team)
Source: Geonetric’s Digital Marketing in Healthcare Survey
www.geonetric.com/SurveyResults
AUDIT PLAN
Evaluating Content
What are we trying to
accomplish with this audit?
Content Strategy For A Site Redesign
Inventory/Audit Decide
Content
inventory
Content
audit
Gap
analysis
Offline
content and
marketing
artifacts Brand
identity and
standards
Competitive
landscape
Content
metrics
Strategic
recommendations for
new site
Recommended
information architecture
for new site
Plan
What ‘counts’ as content?
What ‘counts’ as content?
Scaling a Content Audit
Three Scenarios
• Comprehensive AuditOverhaul
• Reverse AuditStrategic Shift
• Rolling Audit
Ongoing
Maintenance
Comprehensive Audit
When?
• Major overhaul, redesign, migration, rebrand, merger, or
acquisition
Why?
• Establish accurate scope and estimate of effort
• Reduce, reuse, recycle
What?
• All the things
Reverse Audit
When?
• Especially good for smaller-scale, goal oriented projects
• Change (or reinvigoration) of strategic direction
Why?
• Evaluate interlinking of content
• Identify content gaps and opportunities for improvement
• Prioritize effort based on strategic goals
What?
• Start from impact map, match existing content (deliverables) to
impacts
• Audit all the relevant things
Rolling Audit
When?
• All the time! (Weekly, monthly, quarterly)
Why?
• Improve governance, consistency, accuracy, voice & tone
• Prioritize review and revision
What?
• All the things. (A little at a time.)
Collaborative Audit
When?
• Best for smaller, focused audits.
Why?
• Knowledge sharing
• Strategic alignment
• Voice and tone
What?
• Sit down with a small team and discuss what is/isn’t working
with a slice of content
Competitive/Comparative Audit
When?
• Occasionally, in combination with new strategic direction
Why?
• Improve differentiation
• Identify gaps and opportunities
What?
• Apply audit criteria to competitive/comparative sites
• Don’t assume that everything a competitor does is a good
idea.
What data will we need?
Outcome
URL
Topic
Format
ContentOwner
Audience
CalltoAction
PageViews
Etc.…
Balance content X X X X X
Support new organizational goal X X X X X
Clean up outdated content X X X
Create new navigation/IA X X X
CONTENT AUDIT
Evaluate
Content Inventory
URLs
Page Metadata
Format
Length
Web Analytics
Social Stats
Quantitative
Automated Inventory
Example: Content Inventory
our services - communities served http://pih.net/contentpage.asp?id=31587&fatherid=109&filegroupid=114&maicommunity
our services - communication http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=76&main=critical care
our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=79&main=critical care
our services - during your visit http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=77&main=critical care
our services - the critical care center http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=75&main=critical care
our services - you can comfort your loved one http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=78&main=critical care
our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=85&main=diabetes
our services - diabetes education center http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=81&main=diabetes
our services - location http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=82&main=diabetes
our services - programs http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=83&main=diabetes
our services - register for classes http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=84&main=diabetes
our services - tips and links http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=86&main=diabetes
our services - disaster preparedness http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=713&maindisaster resource center
our services - accreditations http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=90&main=emergency
our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=95&main=emergency
our services - meet the care team http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=93&main=emergency
our services - our technology http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=91&main=emergency
our services - patient satisfaction http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=94&main=emergency
our services - r%2ec%2e baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=emergency
our services - r.c. baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=emergency
our services - s%2et%2ee%2em%2ei%2e receiving centerhttp://pih.net/contentpage.asp?id=31587&fatherid=99&filegroupid=102&mainemergency
our services - what to expect http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=92&main=emergency
eye care - about us http://pih.net/contentpage.asp?id=31587&fatherid=753&filegroupid=755&maieye care
Automated Inventory
Content Audit
Subject
Audience
Owner / SME
Messaging
Call to Action
Content Quality
Quantitative Qualitative
URL
Page Metadata
Format
Length
Web Analytics
Social Stats
Content Auditing
Content Quality
So what?
No call to action
Useful & Relevant
Clear purpose
Actionable, timely
Errors
Poor readability
Clear & Accurate
Factually correct
Plain language
‘Coming soon…’
Missing information
Complete
All info provided
Related info linked
Poor usability
Harmful SEO factors
Usable & Findable
Follows SEO guidelines
Clear navigation and
cross-linking
‘Fake’ or ‘sales-y’
Influential &
Engaging
Worth sharing
Best format
Wrong voice
Inappropriate tone
Voice & Tone
On-brand
Authentic, empathetic
Example: Lack of User Focus
Example: User-Centric
Example: Weak Value Proposition
Example: Clear Value Proposition
Item-level Decisions
Placement
Keep in place
Move / migrate
Merge with other content
Split into separate pages
Delete
Editing
No edits
Proofread
Revise
Rewrite from scratch
Create new content
Site-wide Decisions
Balance
Subjects
Audience / Stage
Content Type
Enhancements
Content Quality
Messaging
New Content
Format
Structure
Navigation
Linking Strategies
Priorities
Problem Areas
Underperforming Content
Governance
Workflows
Review / Maintenance
Scope
User Experience (UX)
• Create websites and Web-based experiences
that provide information and functionality to
help users reach their goals
• Deliver delightful user-centered experiences
through integrated content, design,
navigation, functionality
• You’re not creating a website; you’re creating
a brand, which is a relationship, a feeling.
Most Common
Content Recommendations
• Condense pages to those most meaningful to
users
• Focus content around user needs and benefits
• Develop and promote content related to
services
• Include trackable calls-to-action tied to goals
• Integrate related content dynamically
• Convert PDFs to secure online forms
CONTENT AUDIT
Activity
Thank you!
#HCIC 111

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Healing your Content Process for Effective Results

  • 1. Healing your Content Process for Effective Results Emily Dammeyer Digital Content Manager, Children’s National Health System Ben Dillon Vice President and eHealth Evangelist, Geonetric, Inc. Ahava Leibtag President, Aha Media Group #HCIC 1
  • 3. Who we are… Emily Dammeyer Digital Content Manager Children’s National Health System @EmilyinDC #HCIC 3
  • 4. Who we are… Ben Dillon Vice President Geonetric @BenAtGeo #HCIC 4 www.Geonetric.com/Survey
  • 5. Who we are… Ahava Leibtag President Aha Media Group @ahavaL Download the first chapter for free at www.thedigitalcrown.com #HCIC 5
  • 6. Agenda for Today • Strategy [Persona Workshop] • Tactics [Roles and Responsibilities Workshop] • Execution • Set KPIs • Lessons Learned • How To [Content Audit Workshop] #HCIC 6
  • 11. Content Strategy: Three Parts #1: External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you say it? #2: Internal Workflow #3: Demands of Multi-channel Publishing #HCIC 11
  • 12. Workflow • Internally who is responsible for all the different phases of a content strategy? • Plan • Create • Publish • Distribute • Analyze • Govern #HCIC 12
  • 13. Multi-Channel Publishing • Structured content • Adaptive content • Personalized content • Contextualized content • Semantic web • Taxonomies • Metadata • XML • DITA #HCIC 13
  • 14. Content Strategy: Align with business objectives Support users in accomplishing tasks #HCIC 14
  • 16. What’s your institutional strategy and strategic plan? #HCIC 16
  • 17. Visions, Goals and Objectives #HCIC 17
  • 18. How can marketing support those goals? #HCIC 18
  • 19. What are we doing? • Redesign and rewriting all or most of the content? • Service line rewrites? • Rewriting certain pages because of strategic changes? #HCIC 19
  • 20. Who is the target audience? #HCIC 20
  • 21. Editorial Brand Strategy External Messaging Questions • To whom are you speaking?  • Who are you?  • What are you trying to say?  • How do you say it?  • When and where do you say it? Content Strategy Tools • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar #HCIC 21
  • 22. To Whom Are you Speaking? #HCIC 22
  • 25. Who are you as a brand? #HCIC 25
  • 32. Identity Pillars Current Identity Pillars  Future Identity Pillars     #HCIC 32
  • 34. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP     #HCIC 34
  • 35. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP  AFFORDABLE    #HCIC 35
  • 36. What are you trying to say? #HCIC 36
  • 37. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  #HCIC 37
  • 38. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE #HCIC 38
  • 39. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. #HCIC 39
  • 40. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains. • Robust coupon program #HCIC 40
  • 41. How do you say it? #HCIC 41
  • 42. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #HCIC 42
  • 43. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #HCIC 43
  • 44. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #HCIC 44
  • 45. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #HCIC 45
  • 46. Tone Yes: Sound like <example> No!: Sounds like <example> #HCIC 46
  • 47. Activity • Build a sketch of a persona and a journey map using your handouts. • Find the activity at www.ahamediagroup.com/hcic #HCIC 47
  • 49. Content Audit Prioritize • Start with institutional and business priorities • Create a phased approach – Clinical Areas: Priority 1, 2, 3 – Define what each Priority level “gets” • Collect online and offline content • Determine content gaps #HCIC 49
  • 50. Build Your Team • Who can you tap internally? • What training do they need? • Are your branding and style guides up to date? • What external resources will you need? • Find your champions #HCIC 50
  • 51. Identify Roles and Responsibilities Who will: • Write • Edit • Project manage What are our resources? • Internal (estimate conservatively) • External #HCIC 51
  • 53. People Role Definition Who? Requestors The person that requests that this piece of content be created. Providers The sources of the factual information behind the building of the content. Creators The creators of the content. Can be authors, videographers, graphic designers, etc. Editors The people who make sure that the content is factually correct and follows brand and editorial guidelines. Approvers The people who approve the content - could be legal or subject matter experts. Publishers The people responsible for publishing the content. Audience Engagement (Social Media) Managers The people who manage the distribution of content on different channels and engage with the audience regarding the content. Analyzers The people who review data regarding the content to inform the team at a later date. Remember to pick metrics that measure the right data, so you can use that to make better decisions about your entire content process. #HCIC 53
  • 54. Process & Deadlines #HCIC 54 Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning • Persona Development • Messaging Architecture • Identity Pillar Identification Build OR clarify the business case Content Auditing Discovery YOU ARE HERE
  • 56. Resource Alignment Pages To Be: Number Migrated As Is 350 Written 778 Re-Written 1144 Total 2272 Time Estimate Hours per page Migrated As Is 1 Re-Written 2 Staywell 1.5 Written 4 Departments 6 For written content, categorize and assign levels of effort/time. This helps to: • Show resource requirements early on • Get buy-in on priorities • Secure additional budget, if needed
  • 57. Activity • Fill out roles and responsibilities chart • Create estimates on resources (hours/week of internal team; timeline) • Find the activity at: www.ahamediagroup.com/hcic #HCIC 57
  • 59. Have a kickoff call • All PM’s (content, design, build) understand the deadlines and side by side processes • Appoint one general PM #HCIC 59
  • 60. Define the best way to communicate with each person • Don’t depend too much on project collaboration tools • Define when an email, phone call or Basecamp message should go out #HCIC 60
  • 61. Set up weekly meetings for content #HCIC 61
  • 62. Clarify the process Who will: • Keep track of the moving parts? • Schedule the interviews? • Write? • Edit? • Get clinical signoff? • Be responsible to collect and store the proof of approvals? #HCIC 62
  • 64. Map the process for stakeholders • Send an email before the interview to explain the process. – Determine subject matter experts – Define approval process • Follow Up: – Send out an email after the interview reminding the stakeholder of next steps and deadlines – When sending the content, remind stakeholders ONLY to edit for factual accuracy • Make sure you have a follow up email ready in a week • What happens when you don’t get any response? #HCIC 64
  • 66. What are the right KPIs? Align with marketing objectives and determine how you can apply them to your digital properties. • Market share • Traffic • Conversions: – Make an appointment conversions – Donations • Trackable call volumes #HCIC 66
  • 67. Test with your target audience(s) Identify a target audience and think about their needs Even with limited resources, testing is key to: • Determine where to focus • Validate what resonates • Support/defend decision making #HCIC 67
  • 69. Set realistic deadlines • You know your internal clients. – Are they responsive? Open to consultants? – Will they meet deadlines? • Estimate the time commitments of your internal resources conservatively. #HCIC 69
  • 70. Make compromises • Do your research and have examples ready • Choose your battles • When deadlines are approaching, determine what can wait • What can be “evergreen” that can be done ahead? #HCIC 70
  • 71. A note about approvals • Show and Tell is important • Content looks different in a Word Doc than it does on a website • Work with leadership to gain acceptance • Remember your target audience(s) – Usability testing is key #HCIC 71
  • 72. Think beyond written content Do you have: • Numbers/data we could use in different ways • Images • Videos • Patient testimonials • Outcomes data • Academic publications or posters #HCIC 72
  • 73. Plan for the next phase • What about those lower tier priority areas? • How often will you review and update content? • How will you “retire” content? #HCIC 73
  • 76. MY FRIEND’S MOM BOUGHT A FLOWER SHOP. A metaphor for the value of content strategy. Also, a true story.
  • 79. How do we repeat our successes? How do we know what success is? Do you smell fish? I smell fish… Why am I here?
  • 80. Average Staffing Mix by Role (Core Team) Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults
  • 82. What are we trying to accomplish with this audit?
  • 83. Content Strategy For A Site Redesign Inventory/Audit Decide Content inventory Content audit Gap analysis Offline content and marketing artifacts Brand identity and standards Competitive landscape Content metrics Strategic recommendations for new site Recommended information architecture for new site Plan
  • 87. Three Scenarios • Comprehensive AuditOverhaul • Reverse AuditStrategic Shift • Rolling Audit Ongoing Maintenance
  • 88. Comprehensive Audit When? • Major overhaul, redesign, migration, rebrand, merger, or acquisition Why? • Establish accurate scope and estimate of effort • Reduce, reuse, recycle What? • All the things
  • 89. Reverse Audit When? • Especially good for smaller-scale, goal oriented projects • Change (or reinvigoration) of strategic direction Why? • Evaluate interlinking of content • Identify content gaps and opportunities for improvement • Prioritize effort based on strategic goals What? • Start from impact map, match existing content (deliverables) to impacts • Audit all the relevant things
  • 90. Rolling Audit When? • All the time! (Weekly, monthly, quarterly) Why? • Improve governance, consistency, accuracy, voice & tone • Prioritize review and revision What? • All the things. (A little at a time.)
  • 91. Collaborative Audit When? • Best for smaller, focused audits. Why? • Knowledge sharing • Strategic alignment • Voice and tone What? • Sit down with a small team and discuss what is/isn’t working with a slice of content
  • 92. Competitive/Comparative Audit When? • Occasionally, in combination with new strategic direction Why? • Improve differentiation • Identify gaps and opportunities What? • Apply audit criteria to competitive/comparative sites • Don’t assume that everything a competitor does is a good idea.
  • 93. What data will we need? Outcome URL Topic Format ContentOwner Audience CalltoAction PageViews Etc.… Balance content X X X X X Support new organizational goal X X X X X Clean up outdated content X X X Create new navigation/IA X X X
  • 95. Content Inventory URLs Page Metadata Format Length Web Analytics Social Stats Quantitative
  • 97. Example: Content Inventory our services - communities served http://pih.net/contentpage.asp?id=31587&fatherid=109&filegroupid=114&maicommunity our services - communication http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=76&main=critical care our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=79&main=critical care our services - during your visit http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=77&main=critical care our services - the critical care center http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=75&main=critical care our services - you can comfort your loved one http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=78&main=critical care our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=85&main=diabetes our services - diabetes education center http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=81&main=diabetes our services - location http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=82&main=diabetes our services - programs http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=83&main=diabetes our services - register for classes http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=84&main=diabetes our services - tips and links http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=86&main=diabetes our services - disaster preparedness http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=713&maindisaster resource center our services - accreditations http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=90&main=emergency our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=95&main=emergency our services - meet the care team http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=93&main=emergency our services - our technology http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=91&main=emergency our services - patient satisfaction http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=94&main=emergency our services - r%2ec%2e baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=emergency our services - r.c. baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=emergency our services - s%2et%2ee%2em%2ei%2e receiving centerhttp://pih.net/contentpage.asp?id=31587&fatherid=99&filegroupid=102&mainemergency our services - what to expect http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=92&main=emergency eye care - about us http://pih.net/contentpage.asp?id=31587&fatherid=753&filegroupid=755&maieye care
  • 99. Content Audit Subject Audience Owner / SME Messaging Call to Action Content Quality Quantitative Qualitative URL Page Metadata Format Length Web Analytics Social Stats
  • 101. Content Quality So what? No call to action Useful & Relevant Clear purpose Actionable, timely Errors Poor readability Clear & Accurate Factually correct Plain language ‘Coming soon…’ Missing information Complete All info provided Related info linked Poor usability Harmful SEO factors Usable & Findable Follows SEO guidelines Clear navigation and cross-linking ‘Fake’ or ‘sales-y’ Influential & Engaging Worth sharing Best format Wrong voice Inappropriate tone Voice & Tone On-brand Authentic, empathetic
  • 102. Example: Lack of User Focus
  • 104. Example: Weak Value Proposition
  • 105. Example: Clear Value Proposition
  • 106. Item-level Decisions Placement Keep in place Move / migrate Merge with other content Split into separate pages Delete Editing No edits Proofread Revise Rewrite from scratch Create new content
  • 107. Site-wide Decisions Balance Subjects Audience / Stage Content Type Enhancements Content Quality Messaging New Content Format Structure Navigation Linking Strategies Priorities Problem Areas Underperforming Content Governance Workflows Review / Maintenance Scope
  • 108. User Experience (UX) • Create websites and Web-based experiences that provide information and functionality to help users reach their goals • Deliver delightful user-centered experiences through integrated content, design, navigation, functionality • You’re not creating a website; you’re creating a brand, which is a relationship, a feeling.
  • 109. Most Common Content Recommendations • Condense pages to those most meaningful to users • Focus content around user needs and benefits • Develop and promote content related to services • Include trackable calls-to-action tied to goals • Integrate related content dynamically • Convert PDFs to secure online forms

Notas del editor

  1. Your organization is good at treating sick people, but what if it’s your Web content that’s ailing? Whether you’re redesigning or creating from scratch, content is often a source of headaches and nausea. But it doesn’t need to be this way! In this workshop, we’ll set you on a path to recovery with a three step program: • Diagnose the problems - Audit your current content and uncover relevant information that will inform your content creation efforts moving forward. • Establish treatment objectives - Establish KPIs for success and understand what engagement metrics really matter in your organization. • Engage the care team – Learn to effectively manage doctors, academics and researchers in the content production process so you can keep your project running smoothly. This active learning workshop will include interactive hands-on activities and devote time to roleplaying common questions and pitfalls, so come ready with questions of your own. After this workshop, you will have the tools you need to manage a new content project and set your organization on the road to success. C Emily Dammeyer, Digital Content Manager, Children’s National Health System Ben Dillon, Vice President and eHealth Evangelist, Geonetric, Inc. Ahava Leibtag, President, Aha Media Group
  2. Have a project scheduler if possible, and be flexible—clinical priorities always get in the way—plan for it upfront—build in buffers
  3. Content Strat = 0.65 FTE Writing = 0.55 FTE <<where to put this???>>
  4. Scope Blowing it up and starting over? Identify outdated/non-performing content? Find content gaps? Understanding for a newly acquired site? Business goals, audience needs, institutional knowledge
  5. Keep the focus on one thing at a time. Different lenses Will do some validation around website goals/stakeholder vision at end.
  6. Scope
  7. Content governance is the process of managing your content strategy. What areas can most benefit from attention? (Or, what are you most afraid of finding?) Have you established… Editorial style guide? Voice and tone? Quality metrics? An appropriate (and achievable) review timeframe? Define the first ‘slice’ (and keep it small!) Create an Inventory Add rolling audit tracking: Last Reviewed Next Review Add tags for sorting and filtering: Subject Format Content Owner Audience Plan for any suggested revisions or updates Add new content ideas to your editorial calendar Update the next review date in your rolling audit Identify the next slice of content
  8. http://www.blazecontent.com/collaborative-content-audit/
  9. What will you *do* based on the audit? What data points will you need to support those decisions? What business goals will help you make the decisions?
  10. Inventory Sources Web crawling/spidering software Database exports Google Analytics SEO Tools Blaze
  11. PIH Health
  12. Poor content quality results in underperforming content. - Acquisition - Bounce rates - Task completion - Sharing - Satisfaction
  13. Considered a key point of differentiation. If user, would have to stumble upon this and then still probably wouldn’t click it. It needs to be part of the organization’s value proposition. Would change title and content, also put this in ER and link to it from Heart
  14. What is it? What does it mean for me? Next organic search.
  15. Example of an existing value proposition for your radiation oncology services.
  16. Here’s a user-focused alternative.
  17. We’ll focus on this especially in agile content project
  18. In terms of the content itself, we’re seeing a lack of focus on the user – wording and value proposition not clear. This next slide is one of many examples, but it really makes the point.